Documenting Lives:
Liz Edlund

By Linda L. May

Although this California imagemaker photographed her first wedding in 2003, she fell in love with this medium more than twenty years ago and spent much of that time documenting her own life through pictures. It's only natural that at some point, her deep interest would evolve into a successful photographic career.

Liz Edlund, based in San Jose, California, specializes in people photography. If it involves people, Liz does it--weddings, portraits, special events like birthday and anniversary parties, boudoir, maternity, and even pets on occasion. Through the years, Liz has developed her own unique style and approach to her work, which clients seem to love--they keep coming back for more!

"My style is documentary and narrative," Liz says. "My main objective with every project, be it weddings or portraits, is to document life as it really happens, and people as they really are--and do it in the most beautiful and elegant way possible. My mission is to produce images that match the preciousness with which we remember them in our minds."

Liz's impressive images have been exhibited in art galleries in New Mexico and California, and they have also been published by Swann Auction Galleries in New York City. Besides belonging to WPPI, Liz is also a member of the Wedding Photojournalist Association (WPJA).

Background/History

Liz feels that photography--helping people document important moments in their lives--is her life's calling. Since early childhood, she's been using images to visually document events, people and special memories in her own life. Photography is very important to Liz. Seeing the pleasure her clients get from the images she creates, and anticipating the pleasure they'll receive from them in the years to come, tells her she's on the right path.

Liz grew up in a household that supported creative endeavors. Her father, George, who passed away in 2000, was a highly respected sculptor, carpenter and draftsman. Her mother, Carolyn, is a milliner who makes and sells fine hats in her own shop called Fino Fino. Before starting her own studio, Liz worked mainly in libraries, which were a great fit for her archival and documentary nature. Just out of high school, Liz took photography classes with noted California photographer Robert Dawson, who encouraged her to embrace the aspect of her work that he called "literary." His influence was very important to her development as a photographer.

In 1999, she purchased her first digital camera. That was the same year Liz started photographing ads for her mother's hat shop. Every week, she photographs a real customer wearing a Fino Fino hat. Those images then appear in the local newspaper as an ongoing ad. This ad campaign still draws a lot of attention and interest in the area, which benefits both the hat shop and Liz's photography studio.

Although she had been taking portraits and doing events since she purchased her first digital camera in 1999, it wasn't until 2003 that Liz took the entrepreneurial leap and opened Liz Edlund Photographs out of her home in San Jose, California, and she has never been happier. At last, she's doing what she loves: taking pictures of people and getting paid for it.

Studio

Liz holds consultations and presentations in her home office, while working on computer and production work in this space as well. Most of her assignments are done on location. Some time in the future, however, Liz hopes to move to a larger space so she can have a formal camera room. But those plans are not immediate.

As for equipment, Liz uses Canon EOS 5D cameras with prime lenses, and Canon 580 flash units for additional light. Liz works strictly with high-speed prime lenses, which allow her to use natural and available light as much as possible. Although she has used zoom lenses on occasion, she says prime lenses are more intuitive and better suited for the way she works.

Marketing and Promotions

"The truth of the matter is, I'm not motivated to build a giant operation, nor to make lots of money, which may sound a bit odd," Liz explains. "I'm more interested in doing the work. I'm a very sentimental person. I feel my photography skills and talents are a gift, and this is what I am meant to be doing in life, even if that sounds corny. In my opinion, to reduce it to a strictly profit-driven endeavor would be a great injustice to both me and my clients. I'm doing what I love to do, I'm making a good living, I'm making my clients happy, and that is enough for me. I'm excited to wake up every morning, so what could be better than that?"

Weddings

Liz was first asked to shoot a wedding for a friend in 2002, and it was at this time that she began considering a career in wedding photography. Liz spent countless hours poring over endless websites, trying to get a sense of what wedding photography was all about. But it wasn't until she discovered the wedding work of a Pulitzer Prize-nominated news photographer that she realized wedding photography could actually be documentary. It could tell a story of the day as it truly unfolded. "Now, of course, I can tell you of hundreds of ex-newspaper photojournalists who are doing wonderful wedding work. But at the time, it was a total revelation," Liz explains.

Among the numerous weddings she shoots each year, a fair number have been conducted in languages other than English. She has tackled Vietnamese, Korean and Russian Orthodox weddings, none of which she speaks.

"That's one of the most powerful aspects about weddings," Liz says. "You don't even have to know the language to understand what is going on and to recognize the deep emotions being felt. You are right there with it even if you don't understand every word."

A full-coverage wedding, from preparation to the end of the reception, which is usually eight to 10 hours, costs $3400. This includes a second photographer; a DVD; a linen-bound preview book holding approximately 800 finished, album-quality images; a slideshow; an online gallery of all the preview images; a best-of gallery online, an engagement session; and a full-resolution CD with ready-to-print quality images. Any additional items, like albums or extra DVDs, can be purchased à la carte if couples desire.

Boudoir Portraits

Boudoir portraits are quite popular at Liz Edlund Photographs. Liz believes their popularity is due largely to the level of comfort her clients feel when working with her. Liz begins the process of putting her clients at ease during the consultation, when they first book the session, by simply getting to know them. Liz seeks to find what kind of overall look her clients are hoping to achieve, and she discusses any specific body issues clients may have.

"Most women will do only one boudoir session in their life, so they are understandably nervous because they have never done anything like it before!" Liz explains. "Most clients don't have the kind of bodies we see in advertising or magazines, so it's my goal to make sure that all women know they are beautiful. Every woman can be photographed in such a way so as to bring out her individual beauty, making her look the best she can. It's important to me to show women that they can look sexy and chic like in the magazines, while at the same time being very natural. Absolutely everyone has it in them."

"I don't have a magic formula for putting people at ease," Liz admits, adding, "I do it unconsciously. They know my intentions are genuine and I want them to look good. After the clothes come off, people usually loosen up anyway," Liz laughs. "It's just that initial period before they undress when people can get a little nervous. Clients don't have to feel uncomfortable; they know I will photograph them in such a way to help minimize those things about which they feel uncomfortable. And I don't judge! Clients trust that I will make them look their best--totally relaxed and natural."

WPPI Membership

Several members of WPPI influenced Liz and were generous with their time and knowledge to help her career grow. San Francisco-based photographer Ann Hamilton was the first to advise Liz to join WPPI. In 2004, she did just that and attended her first WPPI convention in Las Vegas. Later she met David A. Williams and many other talented photographers with whom she formed a deep connection, most notably Nu Ho of Nu Photography. She also landed a wedding assignment as a direct result of being a WPPI member. A couple whose out-of-state relative decided not to travel out to shoot their wedding advised them to hire only a WPPI member to replace him. The couple found Liz online and she got the job because of WPPI.

Liz says she also likes WPPI because everyone is so friendly and helpful. "One year, when I had a problem registering for a class, or there had been a mix-up of some kind, Skip Cohen, the president, personally stepped in to help me solve it. At the time, I didn't know who he was, but when I later found out, I was amazed to think the president, who was in the middle of this huge international convention with many demands on his time at that moment, took the time to help me when he certainly didn't have to. That gesture made a real impression on me," Liz says.

As for the future, Liz plans to continue doing what she loves best and is still inspired by: photographing people. Readers may contact Liz Edlund at Liz Edlund Photographs in San Jose, California, via e-mail at inquiry@lizedlund.com; or view her website at www.lizedlund.com.

Photos © Liz Edlund

Linda L. May is a freelance writer/photographer based in the Midwest.

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